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IMC Part 1 2010 - IntegratedMarke,ngCommunica,ons...

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1 Integrated Marke,ng Communica,ons Chapter 17 Integrated Marke,ng Communica,ons Also known as: Integrated Marke,ng Rela,onship Marke,ng Marke,ng Public Rela,ons Value Added Public Rela,ons Integrated Communica,ons Integrated Marke,ng Communica,ons As defined in the text : Integrated marke,ng is the intersec,on of pubic rela,ons and publicity, adver,sing, sales promo,on and marke,ng to promote organiza,ons, products and services. Integrated Marke,ng Communica,ons Defined: “The process of managing all sources of informa,on about a product which behaviorally moves the customer toward a sale and maintains customer loyalty.” Medill School of Journalism, Northwestern University Integrated Communica,ons Defined: “When all brand and corporate messages are strategically coordinated , the effect is greater than when adver,sing, sales promo,on, marke,ng PR, packaging, are planned and executed independently, with each area compe,ng for budgets and power and in some cases, sending out conflic,ng messages.” Thomas Duncan, University of Colorado Integrated Communica,ons Key to IMC – Communica,ons present a consistent, unified image and iden,ty in all communica,on ac,vi,es
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